The is the first-ever warehouse sale for the notoriously spendy ivivva, lululemon’s activewear line for young girls. Reports from the scene had customers waiting more than an hour to get in. The sale runs through Sunday with 30 to 70 percent off thousands of items.

The line to get into NYX Cosmetics at Mall of America. Photo courtesy of MOA

NYX Cosmetics is sold at Ulta, CVS and other mass merchants, but the L.A.-based brand, owned by L’Oreal has a huge online following, and those brand groupies turned out in full force for the chance to collect freebies, meet popular beauty vlogger iluvsarahii, and Instagram the first images of the store—the eighth in the U.S. NYX stores are the only place to buy the full collection—a whopping 2,000 products in all, with lipsticks for just $6 a pop.

Gifts for the first 250 NYX shoppers at MOA were gobbled up an hour before the store opened, but that didn’t deter the crowd. Two hours after store opening, the line to get in to the modestly sized store on the first floor, east side still snaked outside the mall. The mall estimates it has been averaging 500 in line since early this morning. NYX is taking in groups of 30 at a time.

Expect a similar scene at MOA tomorrow, when the NYX grand opening conintues with giveaways for the first 250 and a meet and greet with popular beauty blogger, Madeyewlook.